TVSquared’s “Predict” the First Platform to Automate TV Planning and Buying

Improve TV Buys, Optimize Spend and Drive Maximum Response – Anywhere in the World  

TVSquared Predict is transforming the TV planning and buying process by generating insights into which buy opportunities drive maximum response. It’s the first and only tool to quickly and accurately tell advertisers how TV will perform before ad buys are made.

By analyzing historical performance, Predict identifies the best performing networks, days, times, programs, creatives and number of spots to meet advertisers’ ROI objectives. Even if ad spend fluctuates, Predict adjusts recommendations to deliver the greatest response uplift.

“Across TV media buying, there’s always uncertainty about whether the spend will drive real-world response,” said Kevin O’Reilly, CTO, TVSquared. “Predict takes that element of guesswork out of the process. Advertisers can be confident that they are buying the best opportunities to drive ROI for their TV campaigns.”

“Predict presents advertisers with exactly what changes to make to optimize TV for the greatest response,” said Jo Kinsella, EVP, TVSquared. “Before buys are even made, advertisers can quantify the before-and-after impact of the recommendations on spend, response and CPA (cost-per-acquisition).”

Predict delivers data-driven insights and transparency to support direct brands and agencies, around the world, with never-before-seen optimization opportunities. Available from a simple user interface for anyone involved in TV optimization, Predict empowers your media to succeed.

To learn more about Predict or to request a demo, visit www.tvsquared.com/predict.

About TVSquared

TVSquared is the gold-standard for TV measurement and optimization. More than 600 brands, agencies and networks in 55 countries use TVSquared to improve campaign efficiency up to 80% by measuring and optimizing TV, informing media plans and buys and realizing the total impact of media. Learn more at www.tvsquared.com.

Brand Safety: Digital Can Learn a Lot from TV

For the “On TV and Video” column, the folks at AdExchanger asked our CTO Kevin O’Reilly to talk about how the digital ad industry can learn from TV when it comes to brand safety.

Digital advertising has had a rough go in the last 12 months, with fraud, blocking and “fake news” issues dominating the headlines. Digital offers a lot, but advertisers give up a level of control over where and when their content runs. According to Kevin, while TV has learned amply from digital (most notably, real-time measurement and optimization), in the case of brand safety, digital needs to look toward TV.

With digital, an advertiser buys the person. With TV, advertisers buy content AND context – and they have an iron grip on their image:

“TV advertisers still have enormous power and control. That was made abundantly clear earlier this year when Mercedes pulled its ad spend from “The O’Reilly Factor” following disturbing allegations of sexual harassment against host Bill O’Reilly. More than 50 other advertisers followed suit, and despite the program bringing in nearly 20% of the network’s ad revenue, Fox ousted O’Reilly after 20 years.”

So, how can digital level the playing field with brand safety? Digital verification services are showing promise of ensuring the “safety” of sites where ad content appears. Digital publishers are also taking on more responsibility around content, with stronger curation, add-on services and filtering tools.

Read Kevin’s article in its entirety: “Digital’s Brand-Safety Woes and Lessons from TV

Calum Smeaton Wins EY Entrepreneur Award!

Congratulations to our CEO and founder, Calum Smeaton, who received the 2017 EY Master Entrepreneur of the Year award last week. The annual program honors the UK’s most successful and innovative entrepreneurs.

The “Master” category recognizes an entrepreneur who has a clear track record of success and a strong base for future growth and innovation. The judges noted Calum’s dedication, management strategies, inspirational story and TVSquared’s major growth as just a few of the reasons they chose him for this honor.

The EY Master Entrepreneur of the Year trophy

 

Readly UK Triples Subscriber Base with Help of TV

Readly UK, a digital magazine newsstand and one of our clients, told Thinkbox.tv about their first-ever TV campaign – and it’s impressive.

Last summer, Readly entered the world of TV advertising through an airtime-for-equity deal with Channel 4. During the campaign, Readly worked closely with its ad agency and TVSquared to measure and optimize spots. In six months, Readly tripled its subscriber base (a growth of +201% YoY), increased magazine openings by 84% and delivered 7 million digital issues to customers.

The campaign was so successful that Readly Germany and Readly Sweden launched their own TV initiatives.

Check out the entire article here – it’s a great read and a true testament to the power TV can have on an advertiser’s business.

We’ll leave you with a quote from Ranj Begley, Readly UK’s managing director, on future TV plans and how their success influenced others in the publishing industry:

“Last year, we optimized TV and we know what works. This year, we plan to grow our TV presence, using real-time insights to look at brand vanity, expand into terrestrial TV, experiment with online and offline mixes and make strategic, data-backed TV buys … We work with publishers that had completely written off TV. But, based on Readly’s success, many are now seriously considering it as a major part of their ongoing marketing plans.”

TVSquared On-Air – Well, Online – Talking TV Optimization

Our CEO Calum Smeaton and Chief Analytics Officer Blair Robertson hit the air to share TVSquared’s story.

TV Can Be Optimized Like Digital

In a video interview with MarTech Advisor, Calum discussed the new way of thinking about marketing via TV. Most notably, that it can be optimized the same way as digital.

Marketers have grown accustomed to digital’s real-time measurement and optimization – acting fast based on performance insights. Now, they need to apply that thinking to TV. According to Accenture, with close to 90% of TV viewers watching with second-screen devices in-hand or nearby, there’s a “real-time” aspect around TV advertising that’s relatively new for a lot of marketers.

According to Calum:

“Real-time results have changed the cadence with which you can get information about TV campaigns. And that’s one of the biggest shifts we’re seeing. For advertisers, if you wait six weeks after a campaign runs, it’s too late. It’s all about how you can use these results more quickly to think about what’s working, what isn’t and make TV changes in-flight … Most of our clients think about optimizing TV week-on-week rather than waiting for the end of campaigns.” 

To hear more from our fearless leader, check out the entire video here.

Measuring in a Fragmented Landscape

In his interview for MakeGood’s ad-tech series, Blair spoke about the role of linear TV and the complexities of media measurement within today’s fragmented landscape. Specifically, whether or not marketers are properly valuing online video and TV ads.

According to Blair, just as with display, the ability to measure clicks has led marketers to overvalue direct-response video:

“You can’t really measure VOD just in terms of a click- or view-through rate, because there’s probably a brand element too. It’s quite different with linear TV because, in that case, you’re most likely watching on a screen in your living room and you’ve got your laptop/phone there. So when an ad comes up, you’re more likely to click through to it.”

Check out the entire interview here.

Busting Three of TV’s Most Persistent Ad Myths

TV is surrounded by myths, and we’ve heard them all: “TV isn’t as accountable as digital” … “TV can’t be optimized” … “TV doesn’t interest younger audiences” — the list goes on. The numbers, however, speak to the truth. TV is due to attract $202 billion in global ad spend this year.

So, what’s going on?

To uncover the truth, we turned to a couple of our experts, Kevin O’Reilly (CTO) and Blair Robertson (Chief Analytics Officer), to bust some of TV advertising’s biggest myths.

Myth #1: TV isn’t Measurable

Writing for MarTech Series, Blair addressed the thorny issue of TV ad measurement. As few doubt the significant reach of TV, it’s undeniable that campaign analysis, traditionally, lacked the same precision as digital. That is, until now.

Exploring innovations in big data technology, Robertson explains how new tools have made the real-time measurement of TV advertising a reality, as it’s “possible to produce accurate and actionable insights into the impact of ads on the box.”

For example, did you know that a TV viewer is more likely to engage with diet ads on Sunday afternoons, or that fashion brand ads are most effective on Tuesdays? For more on the future of measurable TV, read the full article here.

Myth #2: Millennials Don’t Like TV

In an article for Mobile Marketer, Kevin talks to the relationship between Millennials and TV engagement. Until now, the narrative has focused on young viewers abandoning the traditional living room set to explore a kaleidoscope of mobile content. This is far from reality.

The average Millennial does still watch TV — more than two hours of it per day. Consequently, “TV and mobile together are the perfect formula for engaging Millennials.” Want to learn more? Check out Kevin’s full point of view here.

Myth #3: You Can’t Optimize TV ads 

TV ads can be expensive — soaring upward of £10,000 for a primetime slot on UK broadcaster ITV’s network. The misconception that instant attribution is not available is even more frustrating for marketers, who in turn believe that they cannot optimize their budgets.

In an article for TVBEurope, Blair argues that with smart tools at hand, marketers can track every response to TV ads across the media spectrum — from mobile activity inspired by TV to purchases made weeks after broadcast. Using this insight, marketers can, “determine the days, dayparts, channels, networks, genres, and creatives that are performing well – and those which are not” and then alter campaigns as they run. In other words, fast access to accurate insight means TV ads can be optimized. To discover how this is achieved, take a look at Blair’s investigation of adaptable TV here.

There we have it — the statistics and new technology bring justice to common TV advertising myths. As evidenced, TV retains significant audience appeal as a leader in the media world.

Fortunately, in a bustling TV industry, there’s always more to explore. So don’t miss the next installment from our TV-obsessed team …

DCMN and TVSquared Present: The Ins & Outs of Data-Driven TV

This blog is from our partners at DCMN and originally ran here.

TV advertising is alive, well and … data-driven. That was the message of the workshop we hosted this week together with our partners at TVSquared.

TVSquared, a leading TV measurement and optimization company, approached us some months ago about hosting a seminar for their European users. About 40 users from leading digital brands spent Thursday afternoon at the DCMN head office in Berlin learning about how to take a data-driven approach to their offline marketing, particularly their TV strategies.

The session kicked off with two speakers from meal-delivery service Hello Fresh, who explained how the company’s offline marketing and business intelligence teams work together to apply an analytical approach to the upper marketing funnel.

“HelloFresh is a data-driven company and we implement that for TV as for all other marketing channels,” said Head of Offline Performance Marketing, Valentina Rizzati.

Alessandro Alfano & Valentina Rizzati from HelloFresh present at the TVSquared seminar hosted by DCMN.

 

Next up was TVSquared’s Marlene Grimm, who ran the audience through a demo of their ADvantage product, a tool which gives marketers immediate insights to help them improve TV efficiency.

DCMN’s Director of Offline Marketing, Sebastian Göritz, then gave a talk on how marketers can translate tracking data in a concrete TV strategy.

He explained why it was important to measure the indirect response to offline marketing, as well as tracking direct response.

“Usually, what tracking tools like TVSquared are helping with is measuring the direct response. On the other hand, there is something happening outside of this direct response world, which is brand uplift. Both parts are really important for your campaign optimization.”

DCMN’s Sebastian Göritz gives his talk on translating data into TV strategies.

 

Continuing with a similar theme, Delivery Hero’s Aleksej Koscejev spoke about strategies he has used to measure the long-time impact of TV communication.

Finally, TVSquared’s Chief Analytics Officer Blair Robertson gave a run through of the company’s product roadmap, and asked the audience for their feedback on what’s coming – and what else they’d like to see in the pipeline.

His talk touched on the key marketing trends that have informed the company’s roadmap. “The broad uptake of TV analytics is making TV more effective. This increases demand, which increases the need for intelligent buying,” he said.

TVSquared y Smartek lanzan en España ADvantage, la herramienta de atribución en TV tecnológicamente más avanzada

La alianza tiene como objetivo ayudar a los anunciantes a conocer la respuesta directa de sus spots, optimizar sus campañas de TV y asegurar la efectividad de su inversión en ese medio de forma transparente e imparcial.

TVSquared y Smartek se han asociado para ofrecer a los anunciantes la tecnología que permite analizar, el mismo día de emisión del spot, la eficacia de las campañas de TV midiendo la respuesta en distintos canales: llamadas al call center, visitas al site, descargas de app, envío de SMS… y poder así tomar decisiones de optimización de la inversión.

Los clientes de Smartek podrán acceder a la herramienta TVSquared ADvantage para mejorar la eficacia de la campaña determinando qué horarios, cadena, días o creatividades responden mejor a los objetivos del anunciante; así como a TVSquared Predict, herramienta machine learning que permite realizar simulaciones de inversión y optimización del budget.

Como parte de sus servicios de consultoría, Smartek ofrecerá a partir de ahora las soluciones de TVSquared con el objetivo de ayudar a los anunciantes a entender mejor cómo están funcionado sus campañas de TV, aumentar la eficacia de las mismas y mejorar el ROI. En promedio, los clientes que utilizan estas herramientas mejoran el rendimiento de sus campañas de publicidad en TV entre un 20 y un 80%.

El equipo de consultores, técnicos y  analistas de Smartek dará el apoyo local a los clientes en la puesta en marcha de las herramientas y en la interpretación y activación de los datos que ofrecen ambas herramientas.

Según Guillermo Navarro Marqués, fundador y presidente de Smartek, “la televisión sigue siendo, de lejos, el principal medio en nuestro país y, gracias a herramientas como ADvantage, la TV puede integrarse en la estrategia de performance y formar parte del análisis de customer journey de los clientes como un touchpoint fundamental. Con TVSquared, nuestros clientes podrán hacer uso de una de las  herramientas de atribución offline más avanzadas del mercado”.

Para Jo Kinsella, Chief Revenue Officer de TVSquared y vicepresidenta ejecutiva, “el mercado publicitario de televisión en España es en estos momentos un espacio dinámico. La neutralidad y experiencia de Smartek en la industria de medios y publicidad española es incomparable, y estamos muy contentos de habernos asociado con ellos para ayudar a los anunciantes a sacar el máximo provecho de sus inversiones en televisión”.

Acerca de TVSquared

Trabajando actualmente con más de 400 marcas, agencias y redes en más de 50 países,  TVSquared es la referencia por excelencia para la medición y optimización de TV. En promedio, los clientes de TVSquared mejoran el rendimiento de sus campañas de publicidad en TV entre un 20 y un 80%. Obtenga más información en www.tvsquared.com.

Acerca de Smartek

Smartek es una empresa independiente, neutral y altamente especializada en atribución holística (off y on). Utilizando las mejores herramientas medición y optimización de la inversión de medios on y off y, con un equipo altamente especializado y conocedor del entorno local, actualmente trabaja para algunas de las empresas más relevantes de España. Más información en www.smartek.tech.

TVSquared and Smartek Bring TV Measurement and Optimization to Spanish Market

Partnership Helps TV Advertisers Realize Impact of Spots, Strengthen Response and Ensure Effectiveness of Spend

TVSquared and Smartek have partnered to bring TV measurement and optimization to Spain’s €2.5 billion TV advertising industry. As part of its consultancy services, Smartek now offers TVSquared solutions to help advertisers understand how TV is working for them, and take steps to strengthen campaign effectiveness and improve ROI.

Spain is one of the strongest TV markets in Europe, with the average person watching close to four hours of live TV a day. With TVSquared’s technology and Smartek’s industry expertise, advertisers can now quickly measure TV ads, and gain same-day insights to improve response, optimize spend and realize TV’s influence on the bottom line.

Smartek customers can access TVSquared ADvantage to understand the immediate impact of TV and improve campaign efficiency; and TVSquared Predict, to find the best TV buy opportunities and optimize spend. In addition to Spain-based consultants, technicians, marketing analysts and media/advertising specialists, Smartek clients have access to local professionals for onboarding and first-line support.

Guillermo Navarro Marqués, Smartek’s founder and chairman, said:

“TV is still the most powerful media channel, and for any brand that wants to make a name for itself, TV advertising is a must. TVSquared’s technology complements what we’ve been doing for years – acting as an objective adviser for brands that want to optimize investments. With TVSquared, our clients can leverage the most advanced offline attribution tools available.”

Jo Kinsella, TVSquared’s chief revenue officer and executive vice president, added:

“Having experienced major growth in 2016, the Spanish TV ad market is a dynamic space. Smartek’s expertise in the Spanish media and advertising industries is unparalleled, and we’re excited to partner with it to help advertisers make the most of their TV investments.”

About TVSquared

Working with more than 400 brands, agencies and networks in 50+ countries, TVSquared is the gold-standard for TV measurement and optimization. On average, TVSquared clients improve TV campaign performance by 20-80%. Learn more at www.tvsquared.com.

About Smartek

Smartek is an independent, neutral, highly specialized company focused in measurement and media optimization. Leveraging the best measurement and optimization tools, with a highly experienced technical and optimization local team is now working for some of the most relevant companies in Spain. Learn more at www.smartek.tech.

It’s Time to Pop this Marketing Bubble

As marketers, do we live in a bubble? This was an interesting question posed by Michael Zimbalist, the CMO of Simulmedia, during the Industry Preview conference earlier this year. And I’ve been thinking a lot about it.

The U.S. is a nation of 325 million people. Yes, we are fiercely divided politically – in a way many of us have never experienced before. But this post is about another divide, a technological one.

According to Zimbalist, marketers tend to be early adopters of technology. And he’s right – many of us were among the first to embrace smartphones, pioneer impeccably curated Netflix queues and drive social from dorm rooms to boardrooms. So, wouldn’t the people we market to be exactly the same? In some cases, yes, in many cases, no.

This is overtly apparent with linear TV. I cannot tell you the amount of times I’ve heard marketers talk about the death of traditional TV, or saw advertisers move spend from TV to digital. But TV is not dead – not even close! As marketers, it might not play as big a role in our lives as it once did, but it’s still a staple for most of our compatriots. Oh, and those companies that “left” TV for digital … well, they’re coming back in droves.

Let’s take an objective look at linear TV, and the role it plays in the lives of millions of Americans:

Most people still watch 4+ hours of TV a day – and that’s not changing anytime soon. Yes, the time is dropping, but not by much YoY.

 

Even marketers’ darlings – Millennials – watch 15+ hours of live TV a week. And that number only increases as they age and start families.

 

OTT/VOD services, like Netflix and Hulu, have certainly taken viewing time away from traditional TV. But consider the following: OTT already has a high rate of penetration among U.S. households (72% by 2019). In other words, video streaming is showing signs of market saturation – there’s not much room left to grow.

For marketers, linear TV offers 28 hours a week to reach the average American (and that number can get much higher depending on the demographic). To dismiss TV, when its influence is not fading fast, is a mistake – one realized by a slew of global advertisers who, due to digital-ad issues (fraud, blocking, fake news, etc.) and lackluster results, have come back to TV.

Not only does TV provide unrivaled reach for advertisers, but it acts as the epicenter of truly innovative and effective cross-channel media campaigns. With 87% of TV viewers watching with a second-screen device in hand, TV is proving to be an even more powerful marketing channel by not only driving offline activity, but online activity too, like app downloads, search and site traffic. It’s simply too valuable – and too relevant – to be relegated or dismissed.

In an interview with New York Magazine in 2014, Ira Glass said, “I read the newspaper, but I live in my own little bubble.” And while he wasn’t talking about marketers and TV (I will use any excuse to quote my public radio deity), his words are relevant to the topic at hand.

As marketers, it’s time to pop the bubble and use TV to make a real impact.